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Phase 2 VP Strategic Marketing (Global)
Jan. 2025London, Warsaw
Phase 2 VP Strategic Marketing (Central and Eastern Europe)
Mar. 2024 - Feb. 2025London, WarsawWe help non-UK businesses launch into the UK and UK businesses build trust with new prospects by starting conversations.
RFI GlobalDirector of Marketing
Jun. 2023 - Mar. 2024LondonRFI Global is the only global data & insights company focusing exclusively on financial services. RFI Global provides actionable and evidence-based insights to clients ranging from Global and Regional Banks to FinTechs, Consultancies and Regulators in 49 markets, helping them move quickly and confidently from question to data-driven action. Key responsibilities included: - Accountable for the GTM strategy across UK, US, Asia and AUNZ - and translating the strategy into actionable tactical plans to meet regional objectives
- Owned the marketing budget including staff overheads - refining budgets by territory to ensure a positive ROI
- Managing and building a global team across 3 continents Key achievements: - Enabling the ability to report on marketing actions, to measure attributed pipeline (initial pain point for the BoD) through Salesforce and Hubspot
- Achieved an H2 pipeline 25% above target including a highlight campaign that delivered 3:1 on ROMI
SectigoHead of Marketing
Jul. 2018 - Apr. 2023London, United KingdomSectigo is a SaaS technology vendor servicing 35% of the Fortune 500 companies as well as mid-market clients. Key responsibilities included: - Devising and implementing the overall go-to-market strategy - Owning the marketing budget and optimising ROI
- Managing and building a global team
- Challenging the status-quo to build awareness, drive demand and generate full-full pipeline
- Mastering the competitive landscape to identify biz-dev opportunities to meet aggressive growth targets
- Rolling out a Product Led Growth strategy
- Building and growing profitable outbound sales engines - Deciding on conferences/events to sponsor
- Overseeing all content creations and website infrastructure (in multiple languages)
- Identifying synergies between companies within the group to capitalise on revenue growth opportunities Key achievements: - Demand-gen campaign that included a 3rd party agency - to host webinars and content syndication. Pipeline of £2.7m (from 115 SQLs) which converted £546k (ROI 8:1)
- SaaS platform tactical pivot from sales to product-led growth strategy; from demo to freemium service boosted conversion on net-new business by 4X
- Developed and grew a new business unit from a standing start to account for 10% of company revenues within 24 months
Solar Media LimitedHead of Marketing
Jan. 2017 - Jul. 2018London, United KingdomSolar Media is a global events company within the renewable energy industry, with a portfolio that includes industry-leading publications, market research and e-commerce. Key responsibilities included: - Led the development of the brand strategy to ensure clear event messaging and positioning in EMEA and APAC
- Owned the marketing budget; accountable for measuring ROI across all paid media and external agencies
- Inherited, led and mentored a team of marketers to ensure growth objectives are supported - Proactively worked with event producers and market researchers to ensure events, themes and messaging was aligned to business priorities - Evaluated event performance with sales teams against KPIs to measure successes and establish best practises - Identified a new revenue stream within the Market Research division by developing and promoting an e-commerce platform that drove incremental revenue though the sale of insight reports (see key achievements) Key achievements:
- Introduced a ‘report store’ (zero-touch e-commerce proposition) for the sale of insight reports which accounted for 5% of total report sales in the first quarter post-launch, doubling to 10% within 6 months - Implemented GDPR best practises to ensure all companies within the group were satisfying the new regulation prior to the enforcement date
GlobalData PlcGlobal Marketing Manager
Jun. 2014 - Jan. 2017London, United KingdomGlobal Data is a leading provider of business intelligence platforms, publications and events that enable organisations to drive business value and manage risk. Sector focus: insurance, financial services, mining and construction industries. Key responsibilities included: - Developed digital marketing strategies with the aim of increasing awareness, audience engagement, retention, and acquisition to meet KPIs
- Planned and executed all marketing activities including email, social and website updates with landing pages - Worked with production teams to develop the content strategy and drive audience engagement cross all sectors
- Employed marketing tools, including Salesforce and ExactTarget (later Pardot) to manage email nurture campaigns to build pipeline across all managed sectors
- Measured and reported on performance of all sectors against KPIs, measure ROI and make recommendations in-line with business objectives and priorities
- First exposure to team management; initially 1 then 2 direct reports Key achievements:
- FY 2015 to 2016, generated a 20% increase in revenue through the introduction of single-transaction insight reports created from existing content on a subscription-based platform
- Introduced a monthly newsletter to proactively (re)engage with platform users; the renewal rate increased from 75% to 90% over an 18 month period
Art of the ShoeCo-founder
Dec. 2012 - Aug. 2014London, United KingdomStart-up e-commerce adventure - customised shoes with a personalised service.
CollinsonAssistant Marketing Manager
Jun. 2010 - Aug. 2012London, England, United KingdomGlobal loyalty B2B marketing agency specialising in creating and growing profitable relationships and driving incremental revenue. Key responsibilities included: - Planned and executed the lead generation and communications strategy across multiple industry sectors
- Produced and localised marketing collateral for international campaigns - Managed the CRM database (Salesforce), creating campaign dashboards to track lead-generation and conversion
- Managed several websites in the group, looking to optimise UX by observing behaviour with Google Analytics
- Helped manage the 3rd party SEM agency (on behalf of the Marketing Director) and report back performance - Played a key role in running events and webinars
- Gathered and documented competitor intelligence reports
- Hosted internal “knowledge-share” presentations showcasing a notable business win (live case study) Key achievements: - Managed a multi-faceted and integrated campaign, with 3rd party primary research, that generated 3:1 ROI including one opportunity with an RFP worth £250k
- Played a central role in developing multi-language versions of the website to reinforce a global presence with localised content
Player Rewards LtdMarketing Executive
Dec. 2007 - Jan. 2010Provider of bespoke Customer Retention Management Solutions and Loyalty Point Systems to the Casino Gaming industry. Key responsibilities included: - To promote eCRM software developed for both offline and online casino operators - To deliver targeted marketing campaigns
- Management of all marketing collateral
- Analysis and evaluation of market structure and dynamics
- Undertaking of competitor analysis and market research Key achievements: - Creation of a bespoke eCRM platform used in some of UK’s largest casinos
Bond Gaming International Ltd., LondonMarketing & Licensing Executive
Jan. 2006 - Nov. 2007Production and Marketing of Licensed Consumer Products (B2C). Key achievements: - Helped to negotiate licensing fees to reduce costs by an average of 75% whilst lengthening the period (or license Term) throughout all “Sport” and “Entertainment” licenses
- Sourced alternative suppliers in Asia whilst maintaining quality control and safety standards; resulted in an overheads cost saving of over 60%
- Key role in developing the world’s first Licensed Tottenham Hotspur FC and Manchester United FC poker sets for sale in the UK
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